Man with Determination
A Hispanic Story made with
Superbowl Spot Footage
Business Problem: Make Kia feel culturally relevant and more engaging to Hispanic audiences.
Creative Solution: Made a tough guy’s biggest flex his soft spot: his wife. The comic twist outperformed competitors by 31% and Kia’s English campaign by 40%.
My Role: ACD, Edit & VO Direction
Collaborator: Art team
Angelito
Business Problem: Make 4 Wheel Parts the trusted expert, not just another place to buy parts.
Creative Solution: Gave every Jeep a tiny guardian angel: a 4 Wheel Parts expert who knows exactly how to pimp its ride.
My Role: ACD, Edit, VO Direction
Collaborator: Joshua Gadson
La Comadre
Business Problem
Drive appliance sales by making Sears’ key retail event culturally resonant.
Creative Solution
Turned a refrigerator sale into dinner-party gossip, with a hilarious comadre making Sears the talk of the table.
My Role: Copywriting & Production
Collaborator: Martin Serra
El Gonzalo
Business Problem: Make McDonald’s 24-hour availability impossible to miss.
Creative Solution: Turned late-night hunger into a mock wildlife documentary, following Gonzalo in his natural habitat: McDonald’s at night.
My Role: Copywriting and Production Guidance
Collaborator: Marisa Esteban
Stand up Comedy
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Boneless
User Generated Content
I made this UGC piece while at FCB. It was for the #HowDoYouKFC campaign.
My Role: Concept, Songwriting, Music Production, Acting
Collaborator: Jaime Elizalde